Road Trip Rant: My REAL Talk On How To Be Successful and Make It Big

What's up, everybody? This is Russell Brunson. Welcome to a special edition, a road trip version, edition, whatever you want to call it, of the Marketing Secrets podcast. I feel like we're going old school. For our longtime friends and followers, it's like a marketing your car, but we've got a long drive ahead. And welcome, guys, to the podcast. So the big question is this. How are entrepreneurs like us who didn't cheat and take on venture capital? We're spending money from our own pockets. How do we market in a way that lets us get our products and our services and the things that we believe in out to the world and yet still remain profitable? That is the question, and this podcast will give you the answers. My name is Russell Brunson, and welcome to Marketing Secrets. All right, all right, everybody. So I just started a super long road trip heading to Burley, Idaho. It is my wife's grandma's 100th birthday, and so we're heading down to the big birthday party. Isn't that crazy? 100 years old, which is really, really fun. And my wife and kids actually left a day and a half ago. I had to get some stuff done. So now I'm heading down for the big party, which basically means I have like a two hour road trip and headed out of the door. I was all excited and I totally unprepared. I forgot my camera to record podcasts. I forgot my little earbuds. I forgot my sunglasses. Oh, well, what can you do? Got my battery charger for my phone. Oh, well, I'm so excited. So heading down and I got some to talk to you guys. So I want to share some cool things. First off, one thing we're working on is, as you probably heard, we are about to launch our viral video with the Harmon Brothers. They're the guys who did squatty potty and poo pourri and all the other awesome things. And what's funny, everyone's asking me, like, oh, I want to hire them too. Their stuff's awesome. Like, how much does it cost? And I think people think the quote's gonna be like 10 or 15 grand or something, but it's actually, it's half a million dollars to hire them to do a three minute video for you. It's not ch. So we paid a lot of money to get this video created. And then, and I was like, man, most people, they do a video and then they launch it and kind of just hope it goes well. Sometimes it really does. But I'm like, if we're launching, I want as much, like, oomph behind it as humanly possible. So I was like, we need to do a launch party. And so that was kind of the first thought. And I was like, well, how do we do a launch party? I'm like, I've never done one before, but it's got to be just kind of like a regular party. And I was like, well, maybe we should get, like, some cool speakers, get some cool influencers and affiliates out here. So, like, well, who would be fun to have? And I was like, oh, Gary Vaynerchuk would be cool. He's not speaking Funnel hacking Live, but he'd be really cool for, like, fit for this. For this event. So we called him up, he said, yes, we'd pay him about 100 grand to get him to come to Boise to speak. And then we're like, well, where in Boise is, like, cool enough to actually host an event like this? There's not a lot of cool hotels. So the Boise State football stadium. There's a big, like, the skybox there. It's kind of cool. It holds, like, three or 400 people. So we're like, cool. Do this. We ran the skybox, and then we're like, who are we gonna invite? Like, should we invite. We make this really, really cool. I think it was. I think Alex Charfen told me this. It might not have been him. I think it was basically the entrepreneurs that they like to create events out of everything to make it memorable for them and for everybody else. So I was like, we need to make a big event. And so. And so anyway, it just keeps getting bigger and bigger. So then we're like, well, we invite our affiliates. That'd be kind of fun. We will invite a bunch of them. But, like, who else can we invite that can share this video? And so we're like, well, we can invite people that aren't necessarily our affiliates. Like, other influencers or if they share the. Would dramatically boost it. So, okay, so let's do that. So we set up this event. I was gonna speak, Harbor Brothers gonna speak. Gary's gonna speak, and then start reaching out to influencers. They're like, we don't really care about people speaking. Like, we want to party. And we're like, well, it's gonna be kind of a fun party. We're all fun people. And then I know we need a real party. So, like, how do we throw a real party? So we started just kind of brainstorming, and what came out of the brainstorm was, what if we rented out the actual football Stadium. And then we, like, tried to play bubble soccer. I'm like, that'd be kind of fun. We're like, well, what if instead of playing bubble soccer, what if we tried to play the biggest game of bubble soccer ever? And, like, what if we had the Guinness Book of World Records come? And anyway, so that was kind of the initial crazy thought. And then Dave was like, okay, I'm gonna figure out how to make this work. So Dave spent the next two weeks on the phone getting Guinness Brooker World's Records and then getting Boise State to let us come in there and all the licensing fees and, like, it's been this insane project. So we got all that done. Then we're like, we don't have any influencers who have come. We're in this thing, like, a lot of money. We have no influencers actually coming. So then I like, okay, I gotta go old school and do what I practice, what I preach. And so the last two days, I sat in this car, I recorded like, almost 200 videos, personalized videos for all these different influencers, which is a lot of work. We made a page. It's 200 pages for 200 different affiliates or influencers. And now on Monday, we're in the process of contacting all of them, inviting this huge party. Anyway, it's been crazy and none of them may come. Hopefully they will. But it's gonna be regardless be a fun party. We're gonna set a guest book world record. We're launch a vi, and that's one of the many things that we're doing. We also have 12 events in the next 43 days happening in Boise. One of them just got done. So actually around 11 Monday, we have a design a thon where we got 30 designers coming out. We are busting out a whole bunch of new templates for the new marketplace that's launching during the new onboarding. And everything is going live and click funnels when the viral video hits and about a billion other things. It's crazy. Like, the next 45 days will probably be the most stressful, crazy days of my life. But if we can pull it off, it's gonna be nuts. I saying that I did the same thing with the book launch. I think there's something about me. I think something's wrong. The wiring in my head where, like, I always think that, like, after this, then life will get normal again. But then I just keep stacking things on. I think part of it's just like, momentum. It's hard to get momentum for a lot of People. But when you have momentum, like, you don't want to slow down, you just want to keep riding the wave. Right? And so like I feel like I'm like 14 minutes into my 15 minutes of fame and I'm enjoying the ride and I don't want to slow down. So I'm like. We just keep rolling stuff out that we were launching a new book, the Funnel Hacker Cookbook, this month. That's crazy. Anyway, yeah, if you guys could see what's actually happening behind the scenes, I don't think you would actually believe it. Funnel Hacker tv, we started filming that because we wanted to show people, but that's still just a glimpse. Like it doesn't. Everything that's actually happening, it's nuts. But yeah. Alright, so for you guys, I wanted to share because I've been thinking a lot about this last night as I was working super late and I was like, why am I here? It's been two nights in a row. I've been here till like 2:30 in the morning and I'm loving it. Like outside of hanging out with my kids, there's like nothing else I would rather do than that. And I'm like, how do I get people to where they're this passionate about what they do and their business and they're selling it? And I did a podcast a little while ago talking about like the number one trait I found between entrepreneurs who are successful and those who aren't. And the biggest trait is that the ones who are super successful, they're the ones who are extremely passionate, not just about their product, but about the marketing of their product. They start peeking out on the marketing. That's the key. Those who obsess with the marketing are the ones who have the most success. Which is why for me, it's been a big deal. I wrote the dot com secrets book and the expert secrets book, why I do the events and all the stuff I do, because I feel like my goal is to get you guys, I want to make marketing and sales fun. If this is something that you guys, if I can make this the entertainment to study and learn and geek out on the marketing, then I feel like that's been my mission on this earth. Because when I was learning this stuff, it was exciting for me. But honestly, honestly it was kind of boring. Like the people teaching and talking about marketing, they were boring. And I had way through a lot of boring crap and now I'm trying to make it exciting and I'm trying to bring my raw passion to you guys. I hope I'M doing my job. I'm doing my best. Because if you get pumped up and fired up about the marketing of your thing, then that's how you get the ability to make money, to free yourself and give you the ability to not just make the money, but now to impact more people and serve more people. And that's the goal. And so I'm thinking, like, outside of me, just every day, trying to get you guys pumped and excited and fired up about how much fun the marketing of your thing can be. I was thinking about this last night. Like, how do I. How do I just take that part of my brain out and shove it into your brain so you're fired up? And I started thinking about it and I was like, I think that the key for someone to be truly passionate about the marketing and the selling of their thing, they first have to be truly passionate about their thing. Because you think about that. Like, I talked about this a little bit in the Expert Seekers book. Like, initially, like, you don't wake up one. I think I did, but most people don't. And maybe that was my gift or whatever, but most people wake up excited. Like, I'm gonna learn how to do marketing. Like, it's not the thing that pumps people up, but there's something else that happens, right? Like there's something that you got excited about in your life. It could be a book you read, it could be audio, could be video, could be just a weird thing, like, I don't know, whatever it is that your thing is, right? Each and every one of us, we have our thing. Your thing is something, your thing that got you pumped up, whatever that was, I want you to think about that because that's the key that unlocks everything. First you get excited about that thing because it's exciting to you. You go through this time of growth, you start studying and you learn and you geek out and you start growing and growing and growing and growing. At first, honestly, it's kind of a selfish thing and there's nothing wrong with. What's the dude from Wall street say? Greed is good. Initially it is, I think not long term, but short term, greed is good, right? Greed is what gets you to unbalance your life in a way. Initially, not long term, but initially, you have to unbalance your life to focus on a thing that have greatness come. When I met my beautiful wife and I wanted to fall in love with her, for me to be successful in that, I had to be greedy. I had to shift all my time and all other stuff I was doing and other people and other things. Like, I had to unbalance my life to focus everything on that relationship so that we could fall in love and get married, right? Same thing happened with business. Same thing happened with wrestling. Like, when I started wrestling, I had to be greedy about that thing. I had to get so unbalanced in every other thing in my life and just focus on that thing. Because that's what it takes to be great at anything, right? That raw passion. So first, the greed of, like, that thing of you desiring that thing is what initially starts, right? Some of you guys was weight loss, Some of you guys was biohacking, Some was finance. Some of you guys, it was history. I mean, it doesn't matter whatever it is that you geek out about, right? And so the greed of the excitement that you feel initially for that thing is what makes it so you can completely unbalance your life and absorb and go into that thing, right? And that's the first key, because to be an expert, to be able to share your message, like all those things we talk about, and to actually care about the marketing of your thing, you've got to be ridiculously passionate about the thing first. Otherwise you're not going to wade into this territory and you're going to go through all the pain of being an entrepreneur and getting that thing out into the world. Because I know that a lot of us paint this beautiful picture of entrepreneurship, and it is eventually. But initially it's not. Initially, it sucks initially, you have to go through so much. It's like giving birth, right? Like, my wife has given birth to five kids four times. One time was twins, right? So giving birth is not pleasurable. The initial, the thought of it, it. That creates the baby, like, that's pleasurable. Just like your business. The thought of it is like, oh, this is exciting. Like the rope. You're romantic about the thought of this thing you want to create. Sorry, my Jeep is super loud when I go into overdrive. Anyway, like, that's pleasurable. Like, we all enjoy that. Like, I enjoyed what it took to get my wife pregnant. That's awesome. I enjoyed what it took to create the seed of clickfunnels in the business, right? That part's fun. And then there's. After the romantic side happens, then it's like, for. For pregnancy, there's nine months of, like, pain, right? For the woman like my wife, I watched her go through this four times. She gained weight, she felt horrible, she felt sick. She was throwing up. Like, business is the same way. Like, after you go through the romantic Part now it's, like, painful. Like, you have to work hard, you can't sleep, and you have to, like, deprive yourself of friends and family and like, and life and, like, all the pleasures in life to birth this thing that you have. And most people give up during the. During the birthing process because it sucks. With a baby, you got no option. Like, the baby's coming whether you want it to or not. But the birthing of a business, of being an entrepreneur, like, it's so painful. Most people don't make it through it. They always say, like, whatever, one out of, like, 100 businesses succeed. But the reality is, like, one out of a million businesses never even get to fruition because the idea is planted. But the birthing of the thing never happens because it's so painful. And so, like, if you're not obsessively, insanely passionate about your thing, I gotta break it to you. It's gonna be hard to birth it because those hard times come and it sucks. So I think that not only do you have to be compassionate about the marketing, I'm trying to make that part fun. So the birthing process is actually fun, right? Maybe I'm like, the equivalent of the hypno birthing class. My wife and I did hypno birthing for the last kids, which is actually really cool. So we did classes, and they try to make it really, really fun. And so maybe I'm like the hypnobirthing coach. I'm trying to make this process of bir fun for you, even though, you know it's still gonna suck, but maybe you can, like, have a good time along the way, right? Which you should. It is really fun. But I was like, if you're gonna go through that birth process, like, you have to be so excited about the baby. That's. I think that's the key, right? Like, my wife and I were so excited for the twins. We're so excited for the other kids. And that's why she was willing to endure that. That pain, because we're so passionate, excited about the kids. And so for you, it starts with, I think that before you can be an entrepreneur, before you this thing, you have to be insanely passionate about your thing. Okay? And then people will tell you otherwise, like, oh, no, it's math. It's blah, blah. Like, I don't know. I think you can make money not without passion, but you can't leave a legacy. You can't do what's really important without it. Okay? So my next phase of this and we got a long road trip, you guys. Hope you don't mind, but the next phase of this is like, okay, well, how do you become passionate about this thing, right? Like, Russell, I see you, you're jumping around screaming, excited. Oh, like every single day. But I wake up in the morning and I'm t. I wake up in the morning and, like, I don't always feel that passion and I get that and I want to share some stuff. This is maybe like, this is personal development according to Russell. Like, I don't teach personal development. I probably never will, but I have my thoughts on it, I have my feelings, and so I do a lot of it myself. So I'm going to give you, during our fun road trip together, just some of my thoughts and the personal development stuff that I had to go through and we have to go through, and hopefully some of these things will help. Alright? So number one, the first thing is, all of you guys, you gotta quit being so bleh, bleh, okay? That's the official term for it, alright? My daughter, she puts on this little monster mask. It's so cute. And then she goes, like, that's what most people, most of you guys are doing. Like, what are you working on? You're like, like, you've gotta be excited. If you've been listening to a podcast, man, like, probably 300 episodes ago, I did one talking about being. People always ask you, how you doing? Everyone goes, I'm alright, I'm doing okay. First off, if you're doing okay means your life sucks. Okay? You need to stop, I'm doing okay. My kids, I told them, I'm like, when somebody asks you how you're doing, you never say, I'm doing okay, I'm doing good. Like, good is the enemy to great, okay? So if you're doing good, that's not a good thing. If you're gonna change the world, you can't be doing, I'm doing good, it's alright. Okay? Notice this. Everybody will ask you how you're doing, and you'll always say, doing good. Okay? First thing to change, you are no longer doing good. You are doing awesome all the time. My kids, if you ask them, how you doing awesome, you ask me, how you doing awesome, you need to reprogram your brain from doing, like, I'm doing all right to being awesome, okay? Like, when people ask you that from now on, this is rule number one. You have to say, you're doing awesome. Okay? It may seem like a dumb thing, but you will see how it changes people around you say how you doing? You're like doing awesome. They're like really? Huh? Nobody ever says that. Okay, if you're saying you're doing good, like ugh. Bleh. You just did that. Okay. You pulled an Ellie on a monster Ellie on you. Ellie's my daughter does that. Okay, so no more blehs. You're doing awesome. And if you don't feel awesome, guess what the first step to feeling awesome is saying that you're feeling awesome. Okay? Okay, that's number one. Number two, state control. Alright? If you ever go to Tony Robbins event which you should, if you don't, you're insane. I'm not allowed to say yet but he may or may not be hanging out with us here at our next funnel hacking live event. But regardless, you should go to at least upw. You get a walk on fire and hopefully have a chance to go to date with destiny as well. If you really want to have a shift in your life ton the person that will take you and shift you. That's why I don't teach personal development because Tony is the best in the world and I couldn't, I couldn't do better even remotely close. So I'm not even gonna try. If I felt like I could I probably would go and try to serve that market but Tony's the best so I'm not going to. So I leave it to Tony and also Brendon Burchard. Brendan's the man. Anyway, Tony and Brendan, those dudes will shift your self personal development wise. So go and study them. But Tony especially because walking on fire is insanely cool. But one of the main things you learn date with destin thing called state control. So state is the thing that you are in as you are doing something right. Sometimes you're in a happy state and a bleh state. Right? And most of us, we live our lives in a state, right? And you have to learn how to change your state like this. Okay. The coolest thing I learned from Tony was that I actually control the state that I'm in. And I don't think most people understand that you control the state you're in. You can change it. You can be depressed but you can be happy and you can change it that fast. And when I learned that and I became aware of was insanely cool, I would have a long horrible day at the office. I'd be beat up, tired, worn out. I come home and as most people do, I could walk through the door and be like bleh. Be a bleh. Dad. But I was like, no, I don't want to be a bla dad. So I walk in tired, beat up, angry, sometimes frustrated, like all the crap you go through sometimes during the day I get to the door and I say, I can walk in and be a bl dad or I can change my state. So I'm like, what am I gonna do? I'm freaking change my state. And so I do what? Tony, Rob. There's three things called the triad. I make these three shifts in my life. My physiology, my focus, my meeting. I shift those things and boom, that fast I walk in and guess what? I'm not a bleh dad. I'm a frickin awesome dad. And I have fun with my kids and I play with my kids. And they're gonna remember that, okay? When I walk in the office, some days I haven't slept more than an hour. I walk into the office and guess what I feel like. I feel like I wanna die sometimes. I'm so tired and I walk in, I can be like bleh, right? But guess what happens if I walk in and I walk into that state? I'm like, bleh. Guess what happens to all the people? They will match my state because I'm the leader and if I walk in, I'm bleh. They will all become blah, right? And this is the official term by the way now is bleh. So if I walk in and blah, they're all gonna be blah. If I walk in and I'm at a freaking 10, they are all gonna rise to my level, to my state. Okay? State control is huge. You can control your own state, but the other cool thing is that you can control the state of the people that are around you. People always come to our office and they're like, is it always like this? The answer is yes. Why is it like this? It's because I'm freaking setting the pace. When I walk in during the day, I walk in, know the pace that I set is what's going. Everyone's going to match me at that pace. If I come in blah. They're going to be blah. Okay? I work with other companies and partners and friends and people. And what's interesting is like we will work with employees of a business owner and whatever the state of the business owner is. And you know that by seeing their videos and all their stuff, the entire company matches that state. It's insane. And so if I want to dominate the world, I gotta learn to change my state. So understanding state control it is huge. And it's so much more simple than you think. Okay? Tony Robbins talked about the. Well, yeah, go to upw. So anyway, there's three things he calls the triad, right? So there's three things that involve state control. And I'll kind of go through these. I'm probably gonna slaughter him. So go study, Tony. Worst case, go to YouTube and type in Tony Robbins state control or something. I'm sure you can get some videos of him teaching as well. But the triads. The first thing, there's three things you gotta change, right? The first thing is your physiology. It's your body. This amazing gift that God has given us. Functions, everything, right? If you ever notice the depressed people, they look depressed, right? Sad people, what they do, they look sad. Their body. Their body matches and mirrors how they feel, okay? So a lot of times we think, like, I'm sad. That's when my body's like this. When my shoulders are drooping, that's when. Bleh. Okay? Sometimes because your body's drooping, that's why you're sad. Like, just changing your physiology, changing your state, changing, like, how you hold your body will actually change how you feel. It's insane. He talked about that. There was a group of people who were clinically depressed. Not just, oh, I'm depressed, I'm sad. Clinically depressed. They were in a clinic, they were in rehab because they had such bad depression. They took this group of like 50 clinically depressed people and they took them off all their depression medication, which all medication really does is change your state, changes their physiology, honestly, we'll talk about it in a minute. But it takes them. Takes them off of. It takes them off all their meds and makes them stand in front of a mirror for 30 minutes a day with your shoulders back, smiling, even if it's like a fake smile or you're angry, like. But makes them smile for 30 minutes, right? And guess what happened? Just by changing their physiology and forcing themselves to smile. For 30 days, every one of the people who had clinical depression were healed. They were miraculously saved from their depression. Okay? Now, there are times when. And I have friends and family members that deal with depression. So I'm not shortchanging that. But I promise you that by shifting your physiology, you can shift everything. Like, it's huge. Like, I've seen. I've seen people who are depressed who shift their state, shift their body, and they get under like it's crazy, okay? So if I want to be in a happy mood, if I want to be In a good state for my kids, my wife, my whatever. If I'm going to a meeting, if I'm going to whatever, like the state, how I hold my body has a ton to do. I would say 50% of how I enter a room has to deal with the outcome of what's going to happen. Now that's not scientifically proven. That's just what I'm guesstimating based on how I. So that's a big thing. So figure that out. How do you control your body? Okay, look at what depressed people look like. And if you hold your body in a way that depressed people hold the body, you're gonna be depressed. If you hold your body way sad people hold it, you're gonna be sad. If you hold it in a way that happy people, you're gonna be happy. Okay, look at me right now. Do I look happy? Ah, like the reason why I'm doing this. If you watch functionality, why is Russell so excited? Because when I'm in excited mood, I feel better. I get more done. I get people around me, they raise to my level of vibration and they get excited as well. O weird thing. And this is scriptural for those who are the church going folk and those who aren't, it doesn't even matter. Okay. Light cleaveth to light. Darkness. Cleaveth the darkness, right. One of my coaches, Tara Williams talks about this all the time. Vibes, vibrations. Like people like, ah, he's got a good vibe. She's got a good vibe. You sense the vibration, right? And if you think about this with like tuning forks, let's say you have a tuning fork here and you, and you want to like if you hit two tuning forks next to each other, they will eventually like match their vibrations. There's a high pitched one, low pitch one. They will meet in the middle because vibrations they match, right? Light cleaveth to light, dark to dark. And the same thing happens with you. Like if you come in and you're a tuning fork and your vibration's high, either people are going to suck you down to their level, you'll be depressed or you're going to come in and freaking just blow their mind with a level of energy and vibration and everybody will rise to you. You have to understand that they're going to suck you down, you're going to rise up. And so that's huge. That's one part of state control is understanding that your body has so much to do with it. Now that you understand that, how else can your body. Okay, this is why us nerdy entrepreneur biohacking people talk about, like, the importance of our body, right? Alex Charfen it the Pirates coat mastermind. He said it. He said, for any of you entrepreneurs who aren't treating your body like a professional athlete, you're insane. You're doing things that professional athletes aren't. You're trying to accomplish things that they can't even fathom. If you're not taking care of your body, you're insane. Right? And it's true. What you put into your body affects your physiology. When I eat crap, guess how I feel. Crap. Okay, why don't people always ask me why I take so many supplements? Because different supplements I take affect my physiology. Now I have rules with my supplements. Most of you all know I'm a Mormon, therefore, I don't do a lot of things. I don't do alcohol, tobacco, coffee, tea, any other, like, crazy stuff. And so I don't do a lot of things. But there's some supplements I do take because they affect my physiology. Okay? I do take some caffeine because caffeine affects your physiology. You take it, it increases your energy. Like, your physiology changes. So it helps me to get into a state f. Okay, there's other supplements I take. There's a lot of. I could go days on supplements, but there are things I take because they affect my physiology. There's things I don't eat because they affect my physiology, okay? If you look at how I eat, I usually don't eat breakfast. The reason why is because breakfast typically make me feel sluggish and tired. My physiology goes down. I usually eat one huge meal a day. When I'm in the office, Melanie makes me this huge salad. It's got high fats, it's got tons of vegetables. I eat it. And there's almost no carbs outside the carbs inside of vegetables because carbs make me feel sluggish and tired. I don't want to feel tired. So I just eat the vegetables, meats and fats, because that keeps my energy, keeps my physiology good. Okay? When I'm at home, if I'm going to eat junk, typically I eat it at the end of the night when I'm about to go to bed, because at that point, I don't care about my physiology. I'm going to fall asleep, right? But if I don't eat at dinner, I usually won't eat all the other nice stuff. I'll go and I'll pick the veggies, the meat off, whatever my wife makes and eat that Because I know that if I eat the rice and I eat the carbs, by that guess what happens? My physiology. Dr. Brains. And then I'm gonna be a worse dad for my kids. Like I know how it works. And so if I want to stay in a peak state for my kids, I have to stay in. I gotta keep my physiology going. So I'm very careful of what I eat. Okay? Now sometimes I'm not as good as like a lot of my biohacking buddies. Like sometimes I just screw up and then like if my physiology, this is probably a bad thing. This is the negative of personal development. But if I eat something, I feel like crap. I'm like, well, I feel like crap. I'm gonna feel like crap no matter what. Might as well make my taste buds feel good. So then I out and I like, if I have a bad day, I have a really bad day. Because I'm like physiology jacked. Anyways, have some fun. So there you go. Number one. Number two side of the pillar of his Tony's triad is shifting what you focus on. Have you noticed that like depressed people focus on depressing things? Have you noticed that happy people focus on happy things? But Russell, there's so much sad things happening in the world. I know there is, but guess what? I don't focus on the sad things that are happening in the world. Guess what? I don't watch the freaking news. Guess what. Do you want to know why? Because the news focus on depressing things. I don't want to be depressed. I don't listen to depressing things. I try to focus on people and things that get me pumped up. I listen to podcasts and people that inspire me, that get me excited. I read things that get me excited. I focus on stuff that gets me excited. In the business, crappy stuff happens every single day. And I tell you what, when you go from a million dollar company to a 10 to 100, the level of crappy crap that comes up every day exponentially increases. They say. Someone told me the other day that every three months that entrepreneurs focus with a decision that's either gonna make or break them. That's true. When you're running a million dol business. When you're running a 100 million dollar business, that happens a lot more often. I would say probably every three hours. I'm not kidding, okay? There's a lot of crap that hits me in the face every single day. And if I focus on the negative, I would be in a state of depression right now. Okay? I look at it, I'M like, oh, that sucks. All right, this is the answer. And I turn my back and I run from it. I do not focus on it for five seconds. Otherwise I will lose my state. Okay, what are you focusing on? A lot of you guys get overwhelmed. You get scared, okay? Do you not think I get overwhelmed? I have 12 events happening in the next 47 days. We're doing the biggest launch in the history of the freaking Internet. We're redoing the complete onboarding process. I just wrote a new book in the last 30 days. That's not a tiny book. It's a freaking cookbook. It's my 500 page cookbook. We're doing a design a thon tomorrow in two days. If you knew how much stress I had on my plate. I don't know. I'm pretty sure most people would crack under the pressure. I'm shocked that I haven't yet. But the reason why is because I keep moving on. Dan Gable, the greatest wrestler in the history of wrestling. Well, maybe not the greatest anymore, but he is the legend, right? He is the Michael Jordan of wrestling. Dan Gable. Someone asked him one time because he went through all of college never losing a match. It was the very last match he lost. He got so pissed off, he went and started training for the Olympics. And he actually became Olympic champion. And not a single person scored on him. But what's crazy is while he was training for the Olympics, it's so crazy. So the Russians actually said, they came out public and said, we are going to train an athlete with the only goal is to beat Dan Gable from the Americans. And Dan was like, no, I am the greatest wrestler who's ever lived. Nobody's going to beat me, Right? So what did Dan do? He would work seven hours a day, work out seven hours a day preparing for the Olympics. Then he'd go to bed at night. And as he went to bed at night, he laid there in bed saying, the dude in Russia who is trying to beat me is awake and he's training right now. And that pisses me off and freaks me out. So what did Dan Gable do? He woke up at midnight and he'd go running because he knew that his opponent was competing, was training, and it stressed him out knowing that his opponent was awake while he was sleeping. And he did not like that. So he got up and he kept working out. Okay. Now, was that obsessive? Heck, yes. Did he crack under the pressure? No. He went to the Olympics and won. Not a single person scored a point on him. That's Dan Gable. All right, now, someone asked Dan Gable hardness in an interview one time and said, dan, don't. Oh. And then afterwards, Dan went on to become the head wrestling coach. Iowa. Hawkeye won, like, more NCAA championships in a row than I think anybody in any sport. I anyway, insane. And someone asked Dan Gibson said, don't you believe in pressure? And Dad's like, yeah, I believe in pressure. It's everywhere. He said, the difference is that most people, like, sit underneath the pressure, and they sit on it. I believe in it. I just don't put myself underneath it. I step aside and I focus on what I need to get done. And most of us, it's that same way. Like, I don't know, you guys, sometimes I have so much stress and so much pressure, I'm, like, about to crack. And then half that's, like, just in our heads. And so I'll sit down on a pad of paper. Especially sometimes at night when I can't sleep, I'll sit on a pad of paper and I'll write down, like, what am I stressing? I write all those things down. When you write it down, it's like, oh, that's actually not as bad as I thought. And then you fall asleep. Then you get yourself out of the pressure. So sometimes we're focusing on all the pressure and the stress and all the stuff, and that's why we don't succeed. Like, don't do that. Like, write it all down and then, like, prioritize it and then be like, hey, I can't control. I can't control. I'm gonna move forward out of the pressure. Go. And sometimes I don't get crap done. I'm sure that all the stuff I have to get done between now and our viral video launch, most of it's not gonna get done. A lot of it will. Most of it will. But sometimes you can't affect it, so you do whatever you can. And then as you get closer and closer to deadlines, all of the non essentials start falling away. And then you just get an essentials, and that's how the game's played. All right, this is fun. We're going. 32 minutes, you guys. Hope you're having fun. All right. I don't know where I left off. Okay, so physiology shift your physiology. Number two, what you're focusing on. And then number three. Like, what's the meaning? I think number three is meaning. If not, I've been teaching this wrong or thinking about it wrong. Number three is the meaning we're attaching to things. Like, a lot of times something bad happens to us, and we attach these weird meanings to it, and we. It's really cool. We have this unique ability as humans to attach meanings to things, right? And usually what happens is the subconscious. Like, we don't know we're doing something, right? Like, someone punches us in the face, and subconsciously, our body attaches a meaning to that, okay? So it might attach me. Like, this person's mad at me. And so we attach the meaning. Like, I need to fight. Like, sorry, let me step back. Someone punches us, right? Our meaning maker attaches this meaning to us, saying, that person's mad at us. We must fight them back. And so I'm like, oh. So I go and I try to fight someone, okay? Or someone punches us, and maybe the meaning is like, oh, this person's gonna kill me. That's the meaning we attach. So then we, like, we run away, okay? Or there's all sorts of things. Like, every single day, something's happening, and we're attaching these meanings to it. And then the meanings direct, like, where we're going with our thoughts and the actions and everything else, right? But as soon as you're aware of this, you can actually change the meanings that are coming to you, right? So I actually don't know if this is actually part the triad. It may not be. I can't Remember now. Go YouTube Tony Robbins. Regardless, I want to talk about meaning, because meaning is a big thing when you're aware of this. It's kind of cool because now it gives you the ability to shift meanings, right? So, like, when somebody. When somebody. We've had some morons, and they are morons this week that have, like, been attacking clickfunnels. And at first, I, like, I get so mad I want to kill them, and I'm going to fly to their house and beat them. Because that's like, the wrestler in me, right? And then I'm like. Because my body instantly attaches a meaning to what they're. But then what's cool is Tony taught me this technique where you stop and you're like, okay, what if that's not the meaning they're attached? What if it's actually this meaning and you shift, like, the meaning that maybe they're attaching, and if you shift the meaning associated with experience, it'll change your perspective, which changes everything. And so we got to become good at, like, at consciously picking the meaning we are attaching to things, okay? If someone screws us over, we can attach a meaning, saying that person's a horrible person. They're trying to screw me over. But if you attach that meaning, be careful, because as soon as you attach that meaning to something, guess what happens now? The situation you enter, the state you enter is going to be based on that meeting. And it can get really bloody, it get really bad, and things can turn really bad. It's just going to increase all these other pressure noise and all the other bad stuff, right? But if you come in and say, look, that person's a total douchebag, I don't know if I can say that on tv. I apologize if I can't. Anyway, that person is a horrible person. But, man, maybe they're having a bad day today. Maybe they're struggling, maybe financially, whatever. And you attach a different meaning to the situation. Then you come in, you're like, man, that person totally screwed me over. But, you know, this is probably what. This is probably why he did it, why she did it. And you catch that meaning, it gives you a different set of tools to deal with the situation. And so what happens now? In my life, something happens, and instantly a meaning is attached by my brain. And what I found is that most of the times the instant meaning that's attached is going to lead me in a really negative path. It's weird how it works. And so too often I run down that negative meaning and I'm saying meaning, not meaning meaning, and bad things happen. So I try to consciously stop, and then I try to take the exact opposite. I remember Tony at Date with Destiny. He does this thing. He says, find an experience in your life that pissed you off. Okay? So I remember, for me, it was something with my wife. And my wife was at the event. They had me sit separate, so she was sitting like four rows ahead of me. And there was an experience. And they said, write down the experience. I wrote it down and said, write down all of the meanings that you attach to that experience. I was like, my wife is mad at me. She doesn't love me. And I wrote down all these different meanings that I had attached to that situation, okay? And then Tori said, okay, write a big line down the side of the paper. He says, and next to each of the meanings you attach to that situation, I want you to write the exact opposite of that thing. So I was like, okay, my wife, you know, my wife is mean to me or whatever, right? And the other side, like, she actually loves me. And then, like, my wife is super selfish. It's like, no, she actually is so giving that she struggled, right? So I wrote the Exact opposite of each of the meanings I had attached the situation. What was crazy is after. After handwriting out probably three or four of the things, I started crying. And I started crying because I realized. Because I love my wife and I know her, and I realized that the true meaning of what she. What happened, that situation was actually the exact opposite of the meaning that I had attached to it. And I instantly realized that I was in the wrong and wasn't, and I broke down crying. So I was like, oh, my gosh. Like, where else in my life is this happening where I'm attaching these meanings subconsciously to a thing and I'm actually wrong? And. And I realized that that day, like, I have to. I have to be. I have to take control of my meaning maker, the meaning I'm attaching to every single situation, right? So something happens now, and instantly I get the negative meaning because it just happens. Like, that's how our brains are wired for some stupid reason. And I stopped, and I'm like, okay, what's the opposite of that? Or what's something that, if I could attach a different meaning, would make me look at this person through a different angle, a different lens, a different light. And I shift the meaning, and it shifts everything. It's just how I feel about the person. It shifts how I approach them. It's just my response, and it changes everything. Now, I wish I could say I am. I wish I could say I'm perfect with this. I am not. If you've ever been on the back end of a backlash from me, first off, I apologize, because I can be a prick sometimes. I didn't realize this until the other day. We have a. I feel bad about this. We have a contractor who's killing himself for us, right? And I imagine it's got to be a pain in the butt to be working with me sometimes because I'm vocal, I'm on tv, I'm on Instagram, and I'm ranting and raving and talking about everything. And without thinking, I just kind of shared publicly my thoughts. And part of it's because, like, I'm a media personality, right? If I came in like, bleh all the time, nobody would listen, right? So I'm usually on the extremes of extreme, extremely happy or extremely upset. And so. Because that's what's interesting. And so I feel bad because I published stuff that was negative towards that person. And the other day, it's kind of brought to my attention, like, wow, Russell, this person's really working his butt off for you. And you're saying these things. And I had this moment again where I kind of broke down, and just like, I'm a bad person sometimes. And the meaning that I was attaching to all these situations was like, they're lazy. They don't care. They're not working hard. Like, whatever. I'm attaching all these meanings. And I had this fun little moment, this exercise, where I was like, okay, if I switch the meeting, like, what's probably actually happening? And I was like, oh, man, I'm a jerk. And I realized it again. And so I reached out person, I apologized, and I don't know if they'll make it better or not, but I was wrong. And so I've had other situations this week where, again, there's this person who, honestly, it's always the people you help the most, someone who I helped a lot to have a lot of success. And I bent over backwards for them, and now they're positive, publicly attacking me and us. And it's just. And it's funny because, like, the meeting, even right now, like, the meeting that I want to attach to keeps, like, wants to come in there, and I'm like, no, stop. Like, get out of my brain. Because I know. I know the reason why this person's being a douche bag. I'm gonna use that word. I apologize. It's because I know the true meaning, and it's not the one that makes me feel better about myself, which sucks, because that one makes me feel so much better about myself. But it's the truth. And so I've tried to attach that meaning to it, even though every time I think about a situation, like, my blood's boiling just thinking about it again. But I got to go back to the meeting that I attached on purpose. So the more you guys are aware of this, the more you can affect it. That's a big part. So, yeah, there's number two, personal moment. So where have we gone so far? First off, talked about not being bleh. We talked about shifting your state in the circumstance. We talked about shifting the meaning you're attaching to things. All right, so there's a couple things, all right? And yes, we've been going 40 minutes, but I still got another hour and a half drive, so we're going to keep on talking. It's like on Wedding Singer, which is one of my favorite movies of all time. Do you remember when he's all depressed after his girlfriend gets married on him, and he's hosting the wedding party, and he's telling all these Jokes. And the one guy's like, hey, wedding singer. You're the worst wedding singer I've ever heard. He looks at him, he's like, well, I have the microphone, so you will listen to every word I have to say. Anyway. It's one of my favorite lines ever. So that's how I feel right now. I have the microphone, so you will listen to every word I have to say. Anyway, I guess you can turn me off. So hopefully he won't. Hopefully you can hear me. This car is so loud when we're driving. I hope that this is coming through because I think there's some good stuff in here for people. I hope. All right, next thing. So you talked about being up, talked about getting in stick, talked about meaning. Like, these are pieces that help you function better as a human being. I always tell people, like, how much of an impact Tony Robbins had on me is because he made me aware of these things. And there's so many more. I wish we could go, you know, again, go to upw. Go walk on fire. I think you get ticket for like 500 to 1,000 bucks. Like, if you are broken on the money, go get a credit card and finance it. If you're bro, you're gonna become more broke. Who freaking cares at this point? What's the worst thing that's gonna happen? You're gonna go bankrupt. Like, dude, you're broke. It doesn't matter, right? I always blows my people. Like, I don't have any money. I can't invest. Like, dude, you have nothing to lose. Go take out a loan. Go take out five loans. Like, do whatever you like. Who cares? The worst case scenario is you lose it all. If you have nothing, then you have nothing. I taught the Cub Scouts, the 12 year olds. I did an entrepreneurship merit badge. And one of the guys asked, he's like, how old do you think these kids should start? I was like, they should start now. I'm like, I got a dozen friends who are teenagers who are making insane amount. And the guy, it was funny, the guy who asked, he said, yeah. He's like, just so all you kids know, you have nothing if you lose it all. You didn't lose anything, so who cares anyway? It always makes me laugh. People are like, well, you can risk a lot because you have money to risk. I'm like, dude, it's way easier to risk when you're broke. Worst case scenario, you lose everything when everything is like a rent on an apartment. Like, that's not that big of a deal, you guys. When you've got 150 employees whose lives depend on you. I promise you, it is a lot scarier to risk at that point. Nevertheless, I digress. Where's I going? I don't even remember. Hopefully there was something there. Value. Oh, yeah. Okay, so what I want to talk about here is. You got a risk, right? You got to go into. You're creating this new thing. You're giving birth. You're going at this thing, right? Oh, sorry. I remember talking about. I was talking about investing in UPW and talking about being broke. Yeah, Go to upw. Go to Date with Destiny. Invest in these events because it'll transform you. It'll help you to become super aware of yourself and other people. That's what Tony gave me, that was so important to me, is most of us live life on autopilot, and then we're just going through the day bumping into things. Things are happening, and you're just not aware of how we work. And when you're aware of how you work, it's like, man, now I can affect things. I can change things. I can tweak things. I can change my approach. I can change other people's approach. And for me, it's been huge. Understand me and people better. So, yeah, go to those things. It's worth it. Yeah. So there you. I have a friend down in Australia. His name's Mal Emery. I don't know why it's popping my head, but he says, if you're broke, he says, I don't have a problem with you if you're broke, but I do have a problem if you stay broke. Like, there's too many opportunities in today's world. If you stay broke, it's because you're not trying. Like, you're just literally not trying. So, yeah, anyway, I don't know why I said that, but it popped in my head. Therefore, it must have been important. All right, so next thing we'll talk about. So if you want to be successful in life, the next piece, outside of, like, not being bleh and figuring out state control and attaching meanings to the right things, the next thing is you have to stop dabbling. Stop freaking dabbling. Okay? School has screwed up all of us. School has taught us how to dabble. You sign up for College, you take 20 credits, 20 cool things that you want to learn about, and then what they do is they spoon feed, they force you to dabble over in a semester. So they give you, like, oh, here's a little bit of information in math. And then you spend 15 minutes to go to the next house. Here's a little bit of science. Here's a little bit of history. Here's a little bit. And so you dabble in a whole bunch of little crap and you kind of try to retain all this stuff, and then you go back the next day and you dabble. Whole bunch. And you dabble, and you dabble, and you dabble, and you dabble for like 15 years of our life, okay? Let there be no mistake. There is no. You will never be hyper successful if you are dabbling, okay? Dabbling is the opposite of what you need to do if you want to be successful. If you want to be successful in something, you have to go deep. You have to immerse. You have to be obsessed with that thing, okay? I guarantee you, the people I'm competing against right now in our business, the reason why we are kicking the crap out of all of them is because they are dabblers, okay? I promise you, there's not one of my competitors who spent as much time in the last 48 hours in the last week, in the last five weeks, studying marketing and business and growth and personal development as much as I have, okay? And for most of them, I'm already way past them. So why in the world? Like, why are they not? I don't know. But, like, they're dabbling, and that's why I'm able to pass past them. Okay? When you start immersing and you go deep, a couple really cool things happen. First off, you will start seeing connections you cannot see when you dabble. Okay? I suck in school. Cause I could never see the connections. Okay? I spent an hour in History, then an hour in Math, then an hour in Debate, then an hour in Logic. I'm trying to figure out how to make the connections to go deep in something. You can't do it. Okay? The reason why I've written two books is not like, yes, I like writing books. Yes, I like sharing it. When I write a book, I have to go in such deep immersion that I start seeing these connections that you can't see when you dabble. When I started writing the Expert secrets book, I was doing a whole bunch of things. Some things consciously, some things subconsciously. And as I started focusing on this book and trying to make a really, really, really good book, it forced me to read and study and geek out and immerse myself in a whole bunch of different things. And from that process, I was not dabbling, I was immersing. And I don't know if it's God if it's your brain. But when you immerse yourself, I feel like the reward for that is that all of these connections that you don't normally see all of a sudden start being open to you. Okay, Howard Berg told me he's the world's fastest reader. He said when he goes into a topic, he said, most people read a book and like, oh, they formed their opinion based on one book they read. He goes, he'll read 30 or 40 books to get a really clear view of, like, oh, this is the reality of the situation. This is what you know, 30 authors said. You get a very clear view of it. And that's why I feel like immersion. Like, when you immerse yourself and you go and you listen, you study, you read, you, like, you really geek out and become obsessed in your thing. Like I said, I don't know if it's your brain, if it's God, if it's the universe, whatever you want to attribute it to. I know who I attribute it to. But he opens up pathways. He opens up connections for you and lets you see a full picture. And that's your reward for immersion. And so that's the next step in this, you guys, is you have to stop dabbling. First off, the first phase in this is comes back to you being greedy. The first phase is, like, figure out this thing you want to be obsessed with. And maybe it's not the marketing yet. And that's okay, because phase one is about being greedy and about, like, mastering it for yourself and becoming who you need to be to serve the world that you're trying to serve. Okay, so go and like, now is the time. Time, okay? It's the time to become unbalanced in the Bible. Well, if you listen to the song, I think it was. Who was it time for? Every season there is a time, There's a time under heaven for everything, right? Time and a season for everything, right? This is your season to immerse in your craft and become the best in the fricking world at your craft. Okay? Again, there's time and season. This is the time and the season right now for you to do that, to immerse yourself. So that's phase number one. And that's gonna give you the ability to become who you need to. And you're going to become completely unbalanced. Your work life, your social life, your family life is going to become unbalanced in that period of time, but you're going to be able to immerse yourself. You're not Going to dabble, you're going to unbalance and become awesome at your thing. And then there will be a transition phase where you're going through and you're becoming so passionate about it. Where there'll be this weird time where all of a sudden, I don't know what it is, you can't get filled up anymore. For me, I was doing all this marketing for all of our businesses and our. We were doing the neuropathy product, the weight loss, the dating, the coupon, all these different businesses. And we were doing it. And like, there came a point where, like, I stopped getting fulfilled by just doing the business. And I didn't know what it was like. And I started going through this, like, slump. I didn't feel the momentum, didn't feel the progress. I was like, Like, I just didn't feel it. And that transition is because eventually, like, you can't keep growing in that immersion because eventually, like, you'll see the connections, you'll see everything, and you'll be going through this immersion. And then, like, you will. I don't know how to say, like, not that you become perfect ever, but you become like more perfected in that thing where it's hard to. You just squeeze a lot more oranges to get any juice out of it to really, like, fill you up. And that's when I talk about the Expert Secrets book. That's when you transition from this growth to like, the only way to keep growing is to transition to contribution. Okay? And this is where entrepreneurship is born. This is where you realize, like, the only way for me to actually, to keep sharing this and to keep, like, having that juice is to start contributing, giving back, and sharing with other people. What you will find is insane. As soon as you take this passion, this gift, this thing you've been geeking out on, even immersing yourself on, you become obsessed with. You start sharing it. Like that juice starts flowing again. It's like the next wave. And it's like, it's so fulfilling. That's why I'm doing an hour long podcast instead of just focusing on the road and listening. It's why for me right now I start listening to. When I start doing personal development and growth, I start learning and studying. As I do that, I start shaking because I'm like, this is good. I'm getting. But if I could share this with other people, I would get 10 times what I'm getting right now. That's why I publish so much. That's why I share so much, is because that contribution will Fill you up more than the growth will eventually. But first you got to fill up again. You got to become unbalanced so you can become who you need to be. But after you've hit that point, and you'll know it's because you can't get the same fight. You can't get the same thing out of it, they start contributing, and that's logically where you start shifting the contribution, okay? And that's when you step into, like. That's when you start becoming obsessed with the marketing. That's when you start geeking out there, okay? And that's the key, you guys. That's what it's like at that point. You don't care about the money. This is what I talked about a few podcasts ago. The people who struggle, the people who are trying to make money, okay? When you've been geeking out on a thing and you have, like, filled yourself up, and now you shifted to contribution, you do not care about money. I could not care less about money at this point in my life, okay? It's fun. It keeps track. It's like how we know that we're doing well. But like, that, like, it's such not a driving force. You can ask, like, I do not have logins to my bank account. I have no idea what's in there. My account. I always. I'm always like, hey, can I buy this? And he's like, yeah. I'm like, okay, cool. I have no idea. My wife laughs. I don't have access. My bank accounts, personal, business, anything. I do not know what's in there. I don't want to know. It means zero to me at this point in my life. Only thing that means anything to me now is this contribution. Like, that's what fires me up. And that's the state you got to enter business and entrepreneurship in. Those are the people who are successful. They come in, they're like, this thing that I have, this gift, this thing. I'm so passionate about it. I have to figure out how to share it with other people. And then guess what's gonna happen. Then it becomes easy to be obsessed with the marketing, because the marketing is a means for you to get your message out. It's for you to get your product, your service out. And all of a sudden, it becomes exciting, okay? I think that's why I struggled in school so much, you guys. Like, I would learn and I would read a book, and then I would go and, like, it didn't matter to me, right? If you're going into Marketing and you're struggling. This marketing doesn't matter. I'm learning this stuff, Russell. I learned about squeeze page, learning about traffic and convert, but you don't care. It's because it's. I study a thing and I write a paper and like, I don't care about this paper. There's no point to it. If you're struggling in studying the marketing, it's because there's no point to it, right? But as soon as you find your thing and you obsess with it and you've grown and you filled yourself up and you shift to contribution. Now it's like when you start studying it, the marketing becomes. It becomes alive. It lights up. It becomes alive again. Okay, I remember I always thought I was dumb. I hated reading, I hated studying, I hated school. I hated all those things. I thought I was. Honestly, I thought I was a dumb kid. And I started my business, I started selling these little things. It was crazy because I remember I was selling some stuff and I was like, not doing that well. And I remember it was pre podcast, but everyone used to do teleseminars back when I got started. And I would download all these teleseminars and I would listen to them and guys like Armin Moore and Alex Mendozian and like, those are the guys I listen to. Marlon Sanders. These are the guys I listen to initially. And I would listen to them on my headphones. I'd burn these tele seminars on CDs and I'd put the CDs and I'd listen to them while I was on my wrestling trips. And I would learn something and they would say stuff. I'm like, huh, that's so cool. I'm gonna go try it. I would try it and then the craziest thing would happen. I would try something and I was making a little bit of money. I would try it and I would make more money. I was like, are you kidding me? That freaking worked. I was like that, I gotta try something out. And I listen to another podcast, I try something up or another tel seminar, I would try it and I'm like, are you kidding me? That freaking worked. And I did another one. And then I was like, that guy wrote a book. I read his book. I'm like, oh, he shared this. I'd try it and then guess what happened? I'd make more money and my thing would go out to more people. I'm oh my gosh. And all of a sudden, like, reading became alive for me. Studying became alive for me. Marketing became alive. For me, I remember copywriting. I was like, someone. Like, one of my first websites I set up, and I didn't have a sales letter. Someone's, like, telling us copyrighted thing. I was like, are you kidding me? That is the stupidest thing I've ever heard of. I'm not gonna write words. I don't want to learn that. And I was like, this is like. I remember just, like, being angry because, like, I didn't want to learn copy. It sounded so boring and stupid. And like. And anyway, so I, like, I tried to hire. I tried to hire a copywriter, right? And the copywriter, it was actually Michael Fortin, was the first copywriter I tried to hire. And his quote for me at the time was like, I don't know, eight or ten grand or something. I was like, whoa, I haven't made that much money my entire life combined at this point. I was like, okay, well, so then I, like. I tried to read a book on copy, and again, it was, like, horrible. I was reading it. I was like, this sucks. And then, like, I had to write my very first little sales there. So I kind of wrote it. And then it was crazy because I made money. I was like, huh. So then I started listing some copywriters, and the guys were like, I remember Michael Fortnite. Actually, I was listening to this presentation. He gave a big seminar, and he was like, we tested this thing, and we turned out that a red headline out converted a blue one or something. So I was like, huh? So I changed my headline to red. And sure. Sure enough, it out converted. I was like, what the crap? I was like, okay, what else has this guy got? So then he's like, oh, I remember he tested, like, a brown background. I was like. And it did better in this thing. So I was like, okay, I'm gonna do a brown background. So I set a brown background, and sure enough, it out converted. I'm like, are you kidding me? And all of a sud. Then he started trying headlines, then his headlines. His wife had all these headlines. So I tried four or five headlines, and one of them, like, dramatically did the other one. I was like, what? I changed the headline, and I doubled my income. Normal humans, if they want to double their income, guess what they gotta do. Like, a doctor would have to go back to, like, 16 more years of medical school to specialize to double their income. Work for the 15 years. And then maybe they would. I changed, like, 13 words on a headline. And all of a sudden, guess what? Copywriting became alive for me. It got exciting. And all of a sudden, I wanted to read every fricking copywri I could find. Because every copyright book, they like, I'd read through it and like, most of it's garbage or rehash stuff. And then I read one sentence, it was like, oh, you should end each line with a dot, dot, dot. Because it keeps the reader's mind open and so it doesn't close out the thought and they're more likely to keep reading. I was like, what? So I imagine every single email, every single thing I've ever written and had a. You probably noticed that before. And guess what happened? Everything increased. I was like. And I started going to marketing seminars. I go to a five day seminar and I listen for five days. And every single speaker who's talking, like, I knew everything, like, I'd done that, knew that I've heard that, like, rehash, rehash, rehash. And then one speaker on day six would say one thing where he's like, oh, yeah. And this one time I added an exit pop where I gave a discount and like 20% of people took the exit pop. I was like, wait, what? And so I go back to my thing and I add an exit pop. And my income would increase by like $100,000 a month from that one little thing. And I remember I sat through five days of crap and I got that one thing, and it was so huge for that. It made the whole thing, like, worthwhile. Or I'd be at an event and got nothing. But I'd go out to eat with everybody. And I'm the Mormon dude, right? Everybody goes to the bar and I'm like, ah, I don't want to go to the bar. But, you know, I want people thinking I'm drinking, like. And so I'd go to the bar and I'm not kidding you, I'd order milk because, like, I didn't want people. I don't. If I were sprite people, I think I'm drinking. I'm like, I don't want people think I'm drinking. So I order milk, right? So I'm holding a milk and I'm at the bar and everyone's drinking and they're like, why you got a milk? I'm like, oh, I'm a Mormon. Mormons don't drink. So I'm drinking milk and they're like, that's weird. And then like, they're kind of drunk. And the coolest thing about drunk people is, is like, drunk people don't have any filters. They lose the Inhibition to filter stuff or whatever. So I'm drinking milk totally sober. They're completely drunk. I'm like, hey, so what's like the biggest thing you figured out? And they're like, oh man. Okay, so we did this thing on our squeeze page where we did blah, blah, blah. I'm like, what? He just told me that. And like, I would spend four or five hours in the bar drinking milk, asking people questions, and just like getting nugget after nugget after nugget. I'd go back and I'd like add it and like, sure enough, I'd add this whole thing and it was like, man, Russell, you gave yourself a 3,000 doll day raise by doing this one little thing. Okay? $3,000, that's a million dollar year raise. Okay? How do average humans get a million dollar a year raise? They don't. They can't. It's physically impossible to do that. How did I do it? Some dude at a bar while he's drunk off his butt told me this little thing and then I did it. Okay. Where do you think I got the perfect webinar from? Okay, I am not a genius, okay? But guess what? I went to all these events and I saw speaker after speaker after speaker after speaker pitching. And maybe what they said sucked. But guess what? I heard how they did a close. I heard how they did a trial. And I wrot that's what like that guy said. That thing. Okay, all of the different. It's funny because Steven's always like the Russell. He always talks about the Russell isms, the things that Russell says that are so cool. In my presentations, I didn't make most of those things up. Most things I heard another speaker say and I'm like, that's amazing. I wrote it down. Boom. That was worth everything. It would make me laugh. I'd go to an event and I would get one or two little nuggets like that. I'd come back and it would give me. It would give me a two to three, maybe $4,000 a year raise. And I hear someone online complain like, that event was a pitch fest. How they do this sales stuff. I'm like you that event to try to learn how to sell things. Why do you hate money so bad? Like, I saw the same thing you did. I gave myself a $4,000 day raise. I don't know what else to do. It's because they're looking for like. It's because they haven't figured it out yet. It's like they're going to school and they're pissed because the professor boredom to death. It's like when you go with this different lens where you got something you were so insanely passionate about that you go like, all you care about, you don't care about making money, you don't care about spending money. All you care about is figuring, how can I get this to more people? And when you get one little nugget after five days of information and that one thing does this huge thing, that's worth it. I hear people complaining. Like, they go on forums like, that event sucked. It was a pitch fest. You're like, oh, I heard that stuff before. They didn't teach me anything new. Or it's because they're not real entrepreneurs. They haven't fallen in love with the marketing of the thing. If you fall in love in the marketing, this is how you know you fall in love with the marketing of your thing, okay? It's when you literally stop watching TV for the show shows and you watch for the commercials. That's how you know. It's when you're listening to the radio and you're waiting for the songs to end so you can hopefully hear a really good direct response radio ad, okay? It's when you're scrolling through your Facebook feed looking for ads. It's when you're liking weird crap that you know you don't care about, but you're praying that they will start retargeting you with their ads. Okay? It's when you log into your wife's Facebook account. Not because you give a crap about what she's doing or care or talking about, but you know that she is seeing different ads than you are and you wanna see what those ads look like, okay? That's when you know that you're passionate about marketing. That's when you know you're so obsessed with getting your message out that like, it's become like, that's the level you gotta be at. Okay? But I think that I'm coming to grips now. I think it used to piss me off. People weren't obsessed about marketing, but now I think I get it. It's like, I don't think you can be obsessed about marketing at first until you have first gone through the growth phase for yourself. And you've gotta become ridicul obsessed initially with your thing because that's the first phase, right? You gotta immerse yourself there. And after you've done that, then when you start shifting to the entrepreneurship side, to the growth, to the contribution and sharing it, that's when you will become obsessed with the marketing. Okay? That's when copywriting became alive for me. That's when split testing became alive. That's when all the geeky crap that I shouldn't care about, none of us should care about, that's when I started caring about it, because it became alive. Does that make sense, you guys? That's when I can sit there for five days and watch sales pitch after sales pitch after sales pitch and not hear a single word about what they said, but just watch their hands, their hand motions and how they're anchoring the stage and what they're pointing to and why and when and how. And be excited. Okay? One of my buddies, Darren Stephens, he literally went to a Tony Robbins event and he went to the entire thing, I think, I don't know him if he told me if he watched the recordings of it or if he did it when he was there. But he watched an entire like week long Tony Robbins event with no audio on? No. You say, why would somebody do that? Okay, it's cause Darren wants to be the best person in the world at controlling the stage, at understanding how your physiology and your stage present and how you're anchoring the stage and what you're doing and why you're doing it, how you're doing it, like why it works. What did he do? He took the best person in the world, Tony Robbins, and he watched him and he took out all of the audio. Because the audio distracts you from what he's actually doing, right? Okay, if you. I can't tell you guys this enough. Like, funnel hacking is not just about, like looking at the outside. It's really understanding what people are doing and why they're doing it. Right? Like, yes, I'm selling products and services to you guys, but at the same time, watch how I am doing it. Okay? So Darren went and he watched Tony Robbins because he wanted to see Tony's hand motions, what he's doing, why he's doing it, how he's doing it. And he wrote this huge write up for me. He sent me. It's insane about all the stuff Tony's doing. The reason why Tony's pounding his chest at times, why he's going like this, why he's doing the Whoa. Yes. Lap. Why he's pointing to different directions as he's anchoring and seating and all those things are not accidental. Like they're real. They're purposely done when I'm on stage and I'm talking about stuff when I'm walking in different parts of the stage. Sometimes it's accidental, but for the most part, like, I'm doing things on purpose. I'm anchoring stage. I'm taking you on timelines. I'm trying to bring you back to different places so you get emotionally impacted based on things that are happening. Same as happening in a webinar. Teleseminar, not podcasts. I'm just driving and talking. Maybe I am. Who knows? But why? You guys understand, like, all of these things are there for you. I spent 14 hours yesterday, 14 hours going through every email I had ever sent with swipe files, squeeze pages, templates. I found every template I ever had, paid for design, because every template I designed, I went. And I had all these people, the examples. A decade of funnel hacking, I went through yesterday, and I archived all of it into trello boards based on page type, based on funnel type, based on all sorts of stuff. And I'll probably never use the pages again, but I want to be able to see them and categorize. Like, oh, yeah, that page. The reason why that page was awesome is because of this. There's actually this one little block. There's a dude who figured it out on these squeeze pages. I'm not gonna ruin the surprise for you, but if you type in squeeze page warning, those who are in the know will know this. But there's this dude who had a squeeze page at the very top. He had this warning, block it up. So it's like, warning, blah, blah, blah, that increased conversions on squeeze pages by insane amounts, right? And most people never knew about it. And then he mentioned it. One of these, like, I think he's in the dating market. Mentioned in a Mastermind. And then dozens and dozens of people done it. But most people have never seen it before, right? If you were to do it on your pages right now, it's insane. And I totally forgo about that. So I'm going through my swipe files. I'm like, oh, yeah, same thing with. Anyway, there's so many things, I think so many guys. Some people get so bogged down in, like, this other stuff that they forget about that. It's like, become obsessed with the marketing, go through all stuff and, like, legitimately do it. It's gonna make this. It's gonna make it so much fun. It'll make it alive for you guys. And I want to give you that gift. But that's the transition. So anyway, guys, this has been a long one. I hope you got a lot out of it. I just want you guys. I know that you have. I Know that you have the ability to change people's lives. I believe that. Probably more so than you do at this period in your life. Right. If I didn't believe that, I would not be doing this stuff. I make plenty of money running a software company. I don't have to do all of this stuff. I don't have to talk. I don't have to write books. But I'm at a spot in my life now where my contribution is to get you off your butt. So you contribute as well. Because I'm trying my best to touch as many people's lives as possible through the things that I. But I just know that the clearest path for me to have impact on the world is to touch you as an entrepreneur, because you have the ability to affect more people. Okay, you may not. And some of you guys know this. Some of you guys know we have people that literally have hundreds of thousands, if not millions of people a year that they are touching and affecting. If I can magnify what you're doing just a little bit, it amplifies that. Okay? If I can show you something that gets you to convert more people, give you more money, so that you can actually serve people at a higher level. That's hu. And some of you guys at the beginning of this journey right now, and you're like, I don't have anything, Russell. Like, I'm not that passionate yet, or I don't have a voice or I'm nervous or I'm awkward. Like, whatever. Like, I promise you, I wish that I would have been. I wish I would have been podcasting and blogging 12, 13, 14 years when I got started. Okay, The Russell you see today was the most awkward, nervous, weird person on planet Earth. 14 years ago, I couldn't carry on a conversation with a human being, let alone, like, with a cat, for an hour and eight minutes. Now, at this point, that comes with a lot of practice, but it comes with talked about the beginning. It's like unbalancing your life and becoming obsessed with something. And I don't care what that is for you, but you need to do it. Like, find something that fires you up, okay? And right now, if you're. I'm not that passionate about anything, like, that's okay. Find something that gives you a little spark. Like, initially, it's a spark, right? Like, I wasn't that passionate about marketing at first, but there was a spark. We have a spark. That's like, okay, now let's throw some kid on the fire. If there's a Spark with something. Go find other people that are obsessed, okay? You have a lower vibration right now. They've got a higher vibration. We talked about this earlier. Go find people that are obsessed and get around them. Listen to their podcast, read their book. They have an event. Finance your house, if you have to go to that event and plug into their vibration so they will bring you to the excitement level that they are at. I am trying to do that every day in my marketing. If you have not noticed, okay, most of you guys, when you came in this world, you did not know about marketing. You didn't care about marketing, you didn't care about funnels. That was not. You didn't get into this world saying, I'm going to build funnels. You either had a spark, I wanna make money, you get a spark. Saying, I wanna share something, you get a spark. And for some reason you've bumped into me because I'm so loud and obnoxious and annoying and everywhere. You probably saw a YouTube video and you're like, Stop targeting me on YouTube, Russell. But I'm trying to take your spark. I'm trying to ignite it. I'm trying to give you as much waves of excitement and passion and vibration as I can muster up so that your vibration will rise to my level, okay? And so for you, where do you have a spark? Find that spark and then find the people around you in who are on fire and plug into them. Give them any amount of money that they need, okay? I'm serious about this. If you're broke, it does not matter. You're gonna be more broke. It doesn't. I don't know how to get that. Like people. I was at Grant Cardone's event. I think There was like 2,500 people in this long room. And you were seated based on how much money you spent. So people in the front spent like 15. 15 grand to be there. In the back, they spent like 500 bucks. So the further back you got, the less money you spent, right? What was crazy to me is when I pitched my product, the people in ran to the side of the room and bought. And the further back you went, the less and less people ran to the bank, okay? And you may say, well, Russell, it's because those people in the back didn't have as much money, therefore they did not run to the side. And I would argue with you that you are wrong. Okay? The people in the front have money because they have invested money, okay? They're used to spending money, investing, and then they have more success. Okay, the people in the back are broke because they've never invested in themselves. That's it. Okay? Like, that's honestly it. They're already broke. Like, Grant Cardone said this to me at the backstage. He's like. Is like, don't the people in the back understand? Like, if you're already broke, it doesn't hurt you to be more broke? Like, it doesn't. Okay. I don't know if that's financially irresponsible, but I did a whole podcast on this called Entrepreneur Scars. Our founding fathers, who I believe were inspired from God, who created the Constitution of the United States, they gave this thing okay? Because in this country, we needed to give the. We needed to give entrepreneurs the ability to risk everything and be okay with that. Because if entrepreneurs didn't have that ability, this country would have stagnated and died. I'm a huge believer in that, right? Capitalism 101. If entrepreneurs don't have the ability to risk everything, everything stops growing. But if entrepreneurs have an out, then guess what? They can risk everything. And so it's scary at first, but I promise you, it's a lot less scary to risk everything than it is when you have a whole bunch of stuff. And so now is the time for you guys to risk everything because you don't have that much. I don't want to be a jerk, but it's true. Like, now is the time to risk things. It gets harder and scarier when you have people and money, all these kind of things, right? I always tell people, like, if you. Like, for you, you have to be able to look at the. Like, you have to figure out what is the worst case scenario if you fail and you have to be able to look at that thing straight in the eyes, say, I'm okay with that. Is the key to being able to risk this stuff, right? Cause a lot of times we have this fear of, like, oh, there's worst case scenario, something bad's gonna happen that I can't be successful. And so you gotta stop. And like, actually right now, like, for you, right now, what is if you were to fail, if you were to go and get a bunch of credit cards and blow it on mastering your craft and getting around the best people in the world and, like, raising your vibration, everything. What's the worst case scenario? Worst case scenario, you go bankrupt, right? You go bankrupt. What happens? You can't get a credit card for like a day or two, maybe. I don't know, you can't get a home loan. Okay, well, you're Gonna have to rent. Can you rent? I don't know. Hopefully there's programs the country. I know, I rent it to people who. There are things. Right. Anyway, maybe it's financially responsible. I'm not a financial planner. Don't listen to me. I'm just saying that if I was in that same situation, I was starting all over again. I wouldn't worry about that. Would not worry about that. I have built and lost everything twice. And guess what? It was all right. Yeah, it's, it's, it's okay. But the biggest thing is if you don't build something, if you don't try something, if you don't go deep on something, then you never know. You'll never know. So. Yeah. Anyway, make sure to clear with your spouse first to get their buy in. I'm just saying those people in the back of the room at Grand Cardone's event, if they had ran to the back and invested, I think I was selling, was $2,000. It's not that much. Okay. If they would have invest $2,000, they would have got the exact same thing that Brandon and Katelyn got. Those who listen to podcast. You've heard me talk about them. So Brandon and Kaitlyn, they were down to their last money. The network market company they were in had kind of fallen apart. They stepped away from it. They had $0 left in their account. They had a credit card, a couple other things. And they saw my pitch for funnel hacks. It was $1,000 and they watched it and they're like, we have to buy it. We have to buy. Like, we don't have a thousand bucks. And they're freaking out and finally decided, okay, we're gonna buy it. I wish they were on right now. Tell the story because it's awesome. So they said they're gonna. Brandon was gonna buy it and he was gonna buy it. And then he woohooed out. He's like, I'm not gonna do it. So he didn't buy. Instead he went to ClickFunnels.com and just paid $100 for ClickFunnels. And with that, Kaylin said, I didn't do it. I just bought the hundred dollar thing. And she was like, we said we were gonna buy it. He's like, I know, but we don't have any money. She's like, it doesn't matter. We don't have any money anyway. Like, who cares if we buy something? Like, we don't have any money. So what's. What's like 0 and 0 and negative A Thousand is pretty much the same thing. Like, you know, it's not changing the quality of your life. And so they went back and buying, and she was pissed because now she's like, now we were $1,100 in debt as opposed to 100. And then guess what they did. They had something they're already passionate about. She had lost, like, I don't know, 60 pounds. She was in weight. Like, she was already passionate about something. She'd already gone through the growth, she had already filled that. And now she was transitioning. They were transitioning to, like, we need to share this with other people. And so what did they do? They did similar to what I did. They. Well, for them, they did a little different. This is what I recommend for you guys, though. They bought the funnel hacks training and then they watched video number and they started watching it. And so they got into it and they paused it and they did that thing. They put play again. They started doing. They did that thing, they implemented what it said, they paused it, did that thing, push play, pause, play, pause. And for like two or three months or weeks, I can't remember how long it was. All they did is they put it all in place. And then when it was done, they launched their business. And their initial launch, they were driving, I think it was Thanksgiving or Christmas. They were driving to their families. And they told me, they said they had enough gas money to get there, but no gas money to get back. So they filled it, gas in the car, they started driving, and they got down to their family's house, they're staying in a room. And they started going through and they launched this thing. And luckily for them, they rolled it out and they made like $20,000 not to pay for gas money to get back. And then they started geeking out. They started plugging in, they started doing what I did. Okay, again, I didn't want to learn copywriting, but when I found out that you change a headline, you change 13 words, and you give yourself a thousand dollar day raise suddenly becomes really interesting. And so they plugged in the podcast. And I watched over the next year, over the next two years. And it was crazy because they would like I would do something. I remember I did a podcast where I was on a webinar with Jason Flatilin, who was like one of the best webinar presenters ever born on this planet. And at the end of the webinar, Jason did this weird thing for 90 minutes. I was so pissed at him because I thought he was gonna kill webinar Sales. Turns out he doubled our webinar sales. And on the drive home, I was like, doing the podcast. I'm like, holy crap. Flatilin pulled this thing out of his butt. He did this thing I never even heard of. It doubled, like, literally 2x'd our sales. Okay? The podcast went live the next day. Brandon listened to the podcast. They said, are you kidding? They told me, they say, freaking Russell Brunson, which is the same thing I used to say, where I'd be like, freaking Dan Kennedy, freaking Michael Fortin, freaking John Carl. Like, all the guys I studied, they'd say some little nugget, and I would try it. And so they said that they went back, they added the same thing to the end of their webinar. And they messaged me back. They said, freaking Russell Brunson. We did it for our webinar, doubled sales. I was like, are you kidding me? And every single thing. Like, they listen to my podcast. They tell me every time I say something, they take it that I try. They try it. Brandon say, he said, we're like, a week behind your implementation. You do it, we implement a week later. And we're just doing it. We're doing it, we're doing it. And I want you guys to understand, like, that's when this game becomes fun. It's when you realize that, man, listening to Russell rant about the stupid thing, If I add this one little piece, all of a sudden, I go from helping 100 people a day to 120 people a day. That's pretty cool. And my bank account goes from, you know, $1,200 a day to $1,300 a day. You gave yourself a $100 a day? Are you kidding me? People don't do that. We used to have a big mantra in our old office. We'd always say, like, we come in, like, how can we give ourselves a race today? How can we give ourselves a race today? And it was like, looking for that gold nugget, looking for that little thing, looking for that headline split test, that tweak that I did, that little nugget, like, what can we do that's different? That's how the 108 split test book was born. I was able to do a lot more split testing before Todd Dickerson, my partner in crime with clickfunnels. We used to build the best sales funnel we could. We'd get it out there live, pre click funnels. It was a pain in the. But we build the whole thing out and get it live. And then Todd Would log in. He'd use visual website optimizers. Our split test until time. He'd split up like a thousand tests and try to beat my control. And he always did pretty much every time. And that was the goal, was like, okay, I made the best version we can. Todd, see if you can beat it. And he would test, test, test, test, test. He like, beat it, Beat it, beat it, beat it. Beat it again. Beat it again. And it was like, every day, how do we give ourself a raise today? That was the game we played. That's how the 108 split test book was born. That's how half of, like, what I know about funnels was born during that time. Because we were just testing every funnel variation. I did landing page templ we could dream of for like a two and a half, three year period of time. And it's how I became who I am today. It's how I became the dude who probably knows more about funnels than any human being on earth. Because I hacked more funnels, I tested more funnels. We did more than anybody. And during that time of growth, like, that was like the growth time for us. We were doing it on 12 companies we owned. We were doing it for a whole bunch of other. Which, by the way, yeah, that's the story for another podcast. Don't do 12 companies at once. But that's what we were doing. That's how we mastered this craft. That's how I know more about funnel psychology than I believe anyone on earth. Because I did it. I did more of it. We tested so many things. I was like, holy crap. I thought for sure this would have won. But no, this won. And this didn't win. And this won. But this one, you know, this helped on page one, but it made page three. Conversion goes down. I think I got my gift because of, like, the insane amounts of work that Todd and I did during that time. Todd and I, my entire team, by the way, did okay, and we didn't have it nice like you guys have nowadays. I went on a little round. So my team the other day, like, we get people now come to clickfunnels, and it just like, yeah, first off, they don't use clickfunnels the way it's made lose yesterday having bugs. I want to let you in because if you have bu. Because you're trying to do crap that clickfunnels is not made to do. So you're hacking things, you're doing stuff. Like if you use clickfunnels the way it works there's not bugs. Like, I don't have bugs in my funnels. I don't know why every single these bugs, it's cause you're trying to do things that you think are gonna be better and they're not. Okay? It's because you've been listening to the confusion soft gurus explaining why you need 55,000 different variations of funnels. If you just learn how to sell, all that crap would go away. Okay? Every time people tell you there's all these bugs in clickfunnels, I'm like, I'm not seeing it, man. Because I build funnels on it every single freaking day, and I'm not seeing the bugs. Okay? There are little things here, and we fix them as they pop up, but for the most part, the bugs are like, you are creating bugs by trying to do stuff that does not matter. So there's number one. Number two, you're paying 100 between 100 and $300 a month for the software. We had a really, really bad competitor come out, which we've had, I'd say probably at least 30 to 40 clickfunnels killers who've come out in the last three years since we launched clickfunnels. They all come and go. They always try to undercut us on pricing. And it's just like. And I always get all these people like, oh, so and so's coming out. You're gonn. And I'm like, you know, maybe someday we'll have a big competitor. I mean, who knows? And I'm excited for that day. I actually enjoy competition. Some of you probably have noticed I got no problems with that. When I was wrestling, all I tried to do was fly around the country to find the best people in the world so I could learn how to beat them. So I'm game. So anyone wants to step up legitimately, like, please do, but please don't come in our disguise. Like, we're gonna beat them by undercutting their price. And like, everyone's coming out like, oh, you're losing your customers because they're undercutting your pricing. I'm like, are you kidding me? The people who complain about spending $100 a month to run their ENT, I don't want them as customers. In fact, we're honestly thinking about, like, doubling or tripling our prices just to show, like, to give the virtual finger to, like, everyone who's trying to undercut us. Like, we don't want those customers. You can go there if you can't spend $100 to run your company. You should not be running a business at this point in time. Like, honestly, that's how I feel. I want to walk you through a walk down memory lane how we used to build funnels, because this is the reality of how it used to work. Okay. We would have an idea. I would then have to go funnel hack dozens of people to like, what would be the best thing. So I probably spend, I don't know, four or three thousand dollars funnel hacking a bunch of people thing because I didn't have a way to mock up templates. So I funnel hacking, I take tons of screenshots of all these templates of all these different pages. And then I had to go to a design, one of my designers and I had a bunch through the years, some, you know, a bunch of them. And I show them like, okay, this is the process I think is going to be best. I think I want like a landing page here and this, this. And like I want this from this guy's funnel, but I guess over here from this one, I want this from here. So I map out kind of like the funnel process I wanted to test. Okay. And then I want this guy's design, but this over here, it's like, it was a nightmare. So our designers would go and they try to create a page and I'd be like, oh, but this and that. And like, it would literally be, I don't know, six to eight weeks of us going back and forth just getting the design and the funnel structure right. Okay. And they have to hand code everything. So we get all the HTML done, then we have to go. And after we get all the pages done so it'll work good, then we have to go back to our developers and say, okay, now here's all the pages, here's the order forms, here's everything. Now you gotta actually make this work. And so they'd have to go, and I custom then go into the PHP and the coding the SQL databases to build up. So the order for. They actually went to a database. They had to make set of security certificates, they had to set up all the APIs to go to all like the 20 or 30 different things that we would think. And it would take the developers on average another probably 30 days to hook up all of those things. Okay, so my cost just in like salaries at that point in time, and we're probably at 15, maybe, maybe 20 grand in salaries just to get all these things done at that point. Then we started writing the copy, which eventually I started liking copy. So I did A lot more of that myself. But prior I started hiring a lot of copywriters, I would spend on average between 10 and 15 grand for every sell letter we write. If it was somebody else ordered me my own time, which would take me probably six weeks or so to write all the copy for a funnel. Okay? We would then plug all those things in and we'd be, you know, three. Three months, conservatively three months and usually a little more than that. And then, you know, conservatively about 30 grand per funnel in before we could test it. Before we could test it. Okay? So for you guys are like, that's $100 and I can only build 30 funnels and I still have to get an SMTP to send my emails out. I have no. I have no, like, empathy for that. None. Zero. I want you to leave us and go to your competitors, please, for the love, leave us. Go for the $37 option. I want you to be their nightmare clients. I do not want you to easily click funnels. I don't have any empathy. Zero. Not one iota of empathy for you. You cannot pay 100, even 300. If you can't pay $300 to run your company, you are not an entrepreneur. You should business honestly. You should just stay as an artist and go to the beach and do your thing and have a hat out there and get tips. Like, that is your level of being an entrepreneur. Like, I don't know what else to tell you. Like, please leave. You can go. You have my permission. I do not want nor need your money. Okay? But if you were trying to freaking change the world and sell stuff and make a business, that's what we've given you, okay? Now if you want to super insane complex stuff. You may have outgrown click funnels. Okay? That's fine. If you've outgrown click funnels, go hire people that custom codes them. I'm okay with that. Okay? You're gonna be like, oh, your software's buggy. It's like you're trying to customize crap that you should be spending 20 to 30 grand on. Like, we used to. You can do that. Go for it. You have my permission to leave. I do not need your $297 that bad, okay? I promise you that. Like, the headaches that go to some people who are trying to. Who are complaining to me about the bug, they find when they. The 47th upsell on the 13th email signals if somebody clicks yes versus no twice instead of once. Like, that's not what we're made to do. Okay? And the reason why is because after freaking testing a million things, when you go back, when you do it the way that I had to do it, okay, those three months and that 30 grand was for our initial test. Then Todd would have to go split test a whole bunch of things. Then guess what we found out half times we get the pages to convert, but the funnel wasn't profitable. So then I have to come back and say, okay, this entire funnel didn't work. So we had to rebuild the upsell down sell sequen. She says I gotta go back to the drawing board. It's not me spending 15 minutes in clickfunnels like cloning the page and doing a split test. No, okay, it was me hiring another copywriter and a new version of the video sales letter. It was me figuring out new layouts and designs and functionality and trying to read custom freaking code, all that crap from the ground up. Then we have to go rebuild the entire funnel. Then we have to relaunch to drive new traffic. Okay? If the funnel didn't work, we're another 10 to 15 grand in for the second test. Okay, how many? $300. Cost so much I can only do 400 split tests at once. I got no mercy for you. Okay, alright. Sorry for the rant, but this is freaking important. Okay? So, alright, okay. So the reason why my funnels are simple and I want you guys to understand this because your funnels need to be simple. Okay? I learned this. I learned this well. I learned this from hatching Custom Coast. If I made these complex freaking funnels that everyone thinks are so cool nowad because of confusionsofts and others, they draw these little diagrams and they try to like impress their clients by how complex their funnels can be. Like, that's not gonna serve you at all. Okay? I want you to understand this. This will not serve you. It'll screw you up and you're gonna be finding bugs and clickfunnels cause it's not built to do what you're trying to do. Okay, with the design hackathon happening next week, we are building out 30 types of funnels. These are the funnel structures you should use. You should work to plug the crap you are selling into these funnel structures, not the other way around. Try to say, oh, I got this good idea. I'm gonna do 14 upsells and then I'm have a mini survey on upsell number two and then I'll sell them this. Or like, no, just plug the crap you have into the existing stuff. Okay? The tiny Potential, maybe incremental sales you could get by tweaking this thing is not worth. I promise you, if you put the same effort and the same time and energy money into like hiring a better copywriter or mastering your. There's a dude who. I pay $100 to each headline for me. So, like, when we have an offer, I'll give them a thousand bucks, they write me 10 headlines. Like, that's a better investment of your time than trying to have like 16 different upsells. Because having a different headline can change your. Like, that will do more for you than the complexity that you're trying to do. Like, anyway, my rant is over. I think it's over. Should it be over? I just want you guys to understand that like, Clickfunnels is built for customers like me, okay, who want to get a message out quickly. They want to take the best proven practices and then they want to focus on the stuff they can control. If you want a cheaper option because you feel like $100 is too much to invest in the entire background and infrastructure of your business, you have my permission to go. And I hope you enjoy it. And when your business makes you have money that you can switch, we will gladly welcome you back. Or you can do what the wise man did and build his foundation on a rock. Ok, I don't know if you guys remember that song from Sunday school, but the wise man built his house upon the rock and the foolish man built his house upon the sand and when the rains came tumbling down the rains came down and the floods came up the rains came down and the floods came up the rains came down the floods came up and the man on the sand washed away and the man on the rock stood still this is like Primary Songs 101, you guys. So if you want to build your house on the sand and you want to go the cheap option, you should. You definitely should. Yeah. And when you want. If. And when you want to get super complex, if there's reasons, there's use cases that ClickFunnels wasn't built for. Like, don't feel bad, you guys. Like, I'm okay with that. You can outgrow us, okay? Clickfunnels is a company that's built for company for businesses in this certain range. And I understand that and I respect that. That's who we want to serve. If we try to serve everybody, we will not succeed either, okay? So a lot of times if you guys come to us, you're like, o, this is a bug. This is a bug. A lot of times we look at it as, it's not a bug. It's the limitation that we have put on our software because that's not something that we want our users doing, because we open that to everybody. Then it adds a whole other level of complexity. ClickFunnels is already complex. I do not want to add more complexity. I want to make more simplicity. Honestly, if I wouldn't have uproaring and riots in the streets right now, I would take away some of our features. I would pull things out, I would simplify a lot of stuff. And you will notice over the next year or so, we have a bunch of new UI people, new teams coming in, and our goal is simplification and trying to make things simpler and easier, not more complex. Like, Russell, what's the newest features coming to Click Funnels? Like, there are some cool new things coming out, but at the same time, a lot of it's simplication. Funnel hacking live. We all put a back actionetics and I had someone message me the other day and like, you know, yeah, like, you had this cool feature in actionetics. It was like, it was the best thing you had. And then you guys pulled it away two weeks later. I'm like. He's like, why did you guys do that? I'm like, two reasons. Number one, what people were doing is they were. They were making smart lists that have, like, literally 800 different, like, things in there. And like, oh, yeah, I need to be all the segment. And like, I understand, like, you guys want to be segmented, but I promise you that that level segmentation, it hurts you more than it'll ever help you. Like, number two, it like, destroys our database. Like, it's. It's not good. Like, we don't. If you want that kind of, like, complexity, like, please go and like, build that on your own. But, like, this is for ClickFunnels is built for entrepreneurs to move quickly. Okay. The opportunity, like, you being launched two funnel instead of one is the difference. Like, I don't know, like, it's. That's. That's the goal of it. So. All right. We've been going for a long time, you guys. I don't even know where I'm at. I hope I haven't passed where I'm going. Anyway, I hope you guys enjoyed this podcast. It's been a lot of fun. I hope you guys actually listen to the whole thing. There are a lot of. A lot of really, really cool stuff that I really wanted to share with you guys in here. And I hope you Got a lot of value out of it. And yeah. So to recap, don't be a bad. Build your empire, become unbalanced and focused on economy, who you need to be. And then after you've done that and you're ready to transition to contribution, then shift your balance. If you're obsessed with the marketing of it, have fun with it. This game is fun, you guys. Every day I wake up and I'm like, I can't believe I get to do this. I can't believe I had a two hour drive today. I can't believe I can hang out with you guys and just share and talk and like. And I mean, based on my stats, I mean, between YouTube and our podcast, we will have between 15 and 20,000 people. You guys who listen to this whole entire thing. It's crazy. 20,000 people. And if each of you guys got one little nugget out of that thing and gave the 20,000 of you guys the ability to affect an extra 10 people, it's 200,000 people affected. And if you are able to get an extra hundred people, that's 2 million people. I was able to affect. If you get an extra thousand, that's 20 million people. It's insane, the ripple effect. And I hope that I didn't waste any of your time. I hope he has got something one or two or three little nuggets. But look at these things that way. Go into this, you guys, go into everything. Go into your study time, go into your podcast. Be like, I'm putting out a lot of content, okay? And I'm hopefully making it entertaining and fun for you guys. But you're always looking at that one little thing like, oh, that's how Russell. I had probably a dozen people message me when they saw how I do my one of the Funnel Hacker TV episodes. I had my expert secrets board and I finished the expert secrets book and I closed the board and they saw that, like that's how you manage your projects. Like now I see how you get so much stuff done. Everything's compartmentalized. You have your teams in projects and trello is the way you do it. And like that little thing was just like huge for people. It was one little nugget. And you never know where they're gonna be picked up. You never know when gold's gonna be dropped and you can gr. So plug in, immerse yourself in this stuff. You guys, my goal is to get your vibration up to mine so you can be as passionate as I am. Because if you are, that's how you're gonna change the world. And that's how I'm gonna change the world. And I can't do it without you. So I need you guys there. So step in, plug in, have fun, enjoy the process, simplify your funnels and build your house. Build your company upon a rock. And that said, you guys. Appreciate you all and I will see you guys soon. Bye. Everybody want more marketing secrets? If so, then go get your copies of my two best selling books. Book number one is called Expert Secrets and you can get a free copy@expertssecrets.com and book number two is called Dotcom Secrets and you can get your free copy@dotcomsecrets.com Inside these two books you'll find my top 35 secrets that we've used to become the fastest growing non VC backed SaaS startup company in the world.